> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/governance/references.md). # AoM References The AoM draws on thinking that spans decades, disciplines, and geographies. The references listed here include foundational academic research, practitioner frameworks, design systems, and industry standards from across marketing, strategy, organisational psychology, behavioural science, and design. This breadth is deliberate. The AoM's mission is to connect the best available thinking into a single coherent system, and that system is only as strong as the thinking it is built on. Where a reference has been used as the direct basis for a specific tool or fundamental, this is noted on the relevant tool or glossary page. *** ### Overview | Author | Works | Ideas | | ------------------------------------------------------ | ------------------------------------------------------------------------------- | ------------------------------------------------------------ | | Aaker, D. A. & Joachimsthaler, E. | Brand Leadership: Building Assets in an Information Economy, Free Press, 2000 | Brand portfolio, brand relationship spectrum | | Aaker, D. | Aaker on Branding, Morgan James Publishing, 2014 | Brand identity, brand equity | | Antill, K. & Hastings, R. | Anatomy of Marketing, Ne-Lo / Unicorn Road, 2022 | AoM framework, connected marketing system | | Binet, L. & Field, P. | The Long and the Short of It, IPA, 2013 | Short and long-term investment balance | | Boston Consulting Group | The Product Portfolio, BCG, 1970 | Portfolio matrix, prioritisation logic | | Christensen, C., Hall, T., Dillon, K. & Duncan, D. | Competing Against Luck, HarperBusiness, 2016 | Jobs to be done | | Collins, J. & Porras, J. | Built to Last, HarperBusiness, 1994 | Vision, purpose, enduring organisations | | Court, D., Elzinga, D., Mulder, S. & Vetvik, O. J. | Consumer Decision Journey, McKinsey Quarterly, 2009 | Non-linear customer decision making | | Dietrich, G. | Spin Sucks, Que Publishing, 2014 | PESO media model | | Fogg, B. J. | A Behavior Model for Persuasive Design, Stanford Behavior Design Lab, 2009 | Motivation, ability, behaviour change | | Gray, D. | Gamestorming, O'Reilly Media, 2010 | Visual thinking, collaborative frameworks | | Holt, D. | How Brands Become Icons, Harvard Business Review Press, 2004 | Cultural branding, iconic identity | | IAB (Interactive Advertising Bureau) | Digital Advertising Standards and Guidelines, iab.com/guidelines, Ongoing | Digital channel classification and standards | | IBM | IBM Design Language, IBM Corporation, 2024. ibm.com/design/language | Design principles, cross-functional standards | | Jung, C. | The Archetypes and The Collective Unconscious, Princeton University Press, 1959 | Archetypes, collective unconscious | | Kahneman, D. & Tversky, A. | Judgment Under Uncertainty, Science, 1974 | Cognitive bias, decision heuristics | | Kapferer, J-N. | The New Strategic Brand Management, Kogan Page, 2012 | Brand identity prism, strategic brand thinking | | Keller, K. L. | Strategic Brand Management, Pearson, 2012 | Brand equity, brand knowledge structures | | Kotler, P. & Keller, K. L. | Marketing Management (15th ed.), Pearson Education, 2016 | Marketing management, audience and value frameworks | | Lafley, A. G. & Martin, R. | Playing to Win, Harvard Business Review Press, 2013 | Strategy as integrated choices, where to play and how to win | | Lecinski, J. | Winning the Zero Moment of Truth, Google, 2011 | Zero moment of truth, digital decision making | | Lencioni, P. | The Advantage, Jossey-Bass, 2012 | Organisational health, values and mission | | Lewis, E. St. Elmo | Financial Advertising, Levey Bros., 1898 | AIDA model, awareness to action | | Mark, M. & Pearson, C. S. | The Hero and the Outlaw, McGraw-Hill, 2001 | Brand archetypes, personality frameworks | | McCarthy, E. J. | Basic Marketing: A Managerial Approach, Irwin, 1960 | 4Ps marketing mix | | Microsoft | Inclusive Design, Microsoft Corporation, 2024. microsoft.com/design/inclusive | Inclusive design principles | | Ohmae, K. | The Mind of the Strategist, McGraw-Hill, 1982 | 3Cs strategic framework, customer, competitor, company | | Olins, W. | The Brand Handbook, Thames & Hudson, 2008 | Corporate identity, brand management | | Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A. | Value Proposition Design, Wiley, 2014 | Value map, customer profile, jobs to be done | | Procter & Gamble | First and Second Moments of Truth, P\&G, 2005 | FMOT, SMOT, purchase and experience moments | | Revella, A. | Buyer Personas, Wiley, 2015 | Buyer persona methodology, audience insight | | Ries, A. & Trout, J. | Positioning: The Battle for Your Mind, McGraw-Hill, 1981 | Positioning as mental real estate, competitive positioning | | Ritson, M. | Mini MBA in Marketing, Marketing Week, 2010–present | Marketing effectiveness, brand and activation balance | | Sharp, B. | How Brands Grow, Oxford University Press, 2010 | Distinctive assets, mental and physical availability | | Sinek, S. | Start With Why, Portfolio/Penguin, 2009 | Purpose-led organisations, golden circle | | W3C | Web Content Accessibility Guidelines (WCAG) 2.2, W3C, 2023. w3.org/TR/WCAG22 | Accessibility standards, inclusive digital design | | Wheeler, A. | Designing Brand Identity, Wiley, 2017 | Brand identity systems, visual design process | ***